Running a successful pay-per-click (PPC) campaign can be a game changer for Tacoma businesses looking to increase their online visibility, generate leads, and boost revenue. However, PPC can also be tricky to manage without the right knowledge or expertise.
So, here are five common PPC mistakes that Tacoma businesses often make, as well as advice on how to avoid or fix them.
Mistake 1: Not Using Negative Keywords
By using negative keywords, you can prevent your ads from appearing for searches unrelated to your products or services. When Tacoma businesses neglect to use negative keywords, their ads can be triggered by irrelevant search queries, leading to wasted clicks and higher costs.
Suppose you’re a local plumbing service. You wouldn’t want your ads to appear for “plumbing jobs in Tacoma” searches. This is where adding “jobs” as a negative keyword can save you money and ensure your ad reaches only qualified leads.
To Fix It:
Identify and note irrelevant search terms that are costing you clicks. Tools like Google Ads’ Search Terms report can show you the queries triggering your ads, helping you filter out irrelevant traffic. A PPC agency in Tacoma can assist in continuously refining this list to ensure you’re targeting the right audience and getting the most out of your ad spend.
Mistake 2: Ignoring Mobile Users
Given that most online searches now occur on mobile devices, it’s crucial for your PPC ads and landing pages to be optimized for mobile users. Ads that aren’t mobile-friendly may appear distorted, and landing pages that aren’t optimized for mobile can lead to fewer conversions.
To Fix It:
Ensure that your PPC ads are designed with mobile in mind. Use mobile-friendly ad formats, keep your headlines concise, and make sure that your landing pages are fast-loading and responsive. A PPC agency in Tacoma can help by designing ads specifically for mobile users and optimizing your landing pages for different platforms.
Mistake 3: Poor Ad Copy and Irrelevant Landing Pages
Weak ad copy and sending users to irrelevant landing pages can hurt conversions. Misaligned messaging creates a disconnect between what users expect and what they find.
For example, if you’re advertising a seasonal discount on your products, your landing page should specifically highlight that discount—don’t send users to your homepage, where they’ll have to search for the promotion themselves.
To Fix It:
Write compelling, action-driven ad copy that reflects the user’s search intent. Match the landing page content to your ad and ensure it offers a clear path to conversion, like a contact form or purchase button. A PPC agency in Tacoma can help you create cohesive ad campaigns that connect engaging ad copy with highly relevant landing pages.
Mistake 4: Failing to Set Conversion Goals
Running a PPC campaign without clear conversion goals is like driving without a map—you might be going somewhere, but you won’t know if you’re on the right track. Tacoma businesses that fail to set up proper conversion tracking are missing out on valuable data that could help them measure the effectiveness of their ads.
Conversions could be anything from phone calls, form submissions, or product purchases. Without tracking, you won’t know which keywords, ads, or landing pages are delivering the best results, which can result in wasted ad spend.
How to Fix It:
Set up Google Ads to track important actions like purchases or form submissions, so you can see which ads are driving results and optimize your campaigns effectively. A PPC agency in Tacoma can help you properly implement and monitor these conversion goals.
Mistake 5: Setting and Forgetting Your Campaigns
PPC campaigns are not a one-and-done deal. Tacoma businesses that set up their campaigns and then leave them running without regular monitoring and optimization are likely missing out on opportunities to improve performance and lower costs.
PPC campaigns require ongoing adjustments to account for changes in competition, keyword performance, and audience behavior. Without regular analysis, you could be spending money on underperforming ads or missing out on valuable new keywords.
How to Fix It:
Monitor your campaigns on a weekly basis and make data-driven adjustments to improve performance. Regularly review metrics like click-through rates (CTR), cost per conversion, and ad positioning to spot trends and areas for improvement. If you don’t have the time or expertise to manage these tasks, a PPC agency in Tacoma can take over the heavy lifting, ensuring your campaigns are always optimized for maximum ROI.
Related Articles:
- Debunking Common PPC Myths: A Guide for Tacoma Businesses
- PPC Trends: What’s Next for Tacoma Businesses?
How Digital Encounter Helps Tacoma Businesses Avoid PPC Mistakes
As a leading PPC agency in Tacoma, Digital Encounter specializes in creating tailored Google Ads (PPC) campaigns that eliminate common PPC errors. Our team ensures that campaigns are optimized from start to finish, focusing on effective keyword targeting, compelling ad copy, and relevant landing pages.
Digital Encounter also emphasizes the importance of tracking conversions. By setting clear goals and monitoring performance, we ensure your PPC campaigns drive measurable results. Our continuous campaign monitoring and adjustments guarantee that your ads remain competitive and cost-efficient, delivering better ROI.
For Tacoma businesses looking to elevate their PPC efforts, Digital Encounter offers a results-driven approach to Google Ads. Contact Digital Encounter, your trusted PPC agency in Tacoma, for a consultation and take your PPC campaigns to the next level.